In April 2010 "Baird Capital Partners (BCP), the U.S.-based buyout fund of Baird Private Equity, announced today it has led an investment in New Vitality, a leading direct marketer of premium nutritional supplements and personal care products, based in Farmingdale, NY. The funds will be used to further build the Company into a multi-product, multi-channel Direct-to-Consumer (“DTC”) business focused on the health and wellness market and to provide liquidity to current investors. Management, RCP Advisors LLC, Jordan/Zalaznick Capital Partners Limited and Northstar Capital LLC co-invested in this transaction. Fifth Third Bank provided the senior debt financing and Northstar Capital also provided the subordinated debt financing...
"In addition to Jonathan Greenhut, Jonathan Flicker and Gordon Pan, the New Vitality Board of Directors will include BCP Operating Partner Harry Schulman, former CEO of Applica, Inc., who will serve as non-executive Chairman. Joe Perrotto, current CEO of CHP Holdings, Inc. and Robert Webb, CEO of OptumHealth Care Solutions, a division of United Healthcare, will also join the New Vitality Board of Directors. Imperial Capital LLC served as exclusive advisor to New Vitality." 
Resources and articles
- illinoisvc Baird Capital Partners Invests In New Vitality, organizational web page, accessed July 12, 2013.